With the emergence of Threads, the social media world is experiencing a new dynamic. Launched by Meta in July 2023, this Twitter-inspired platform is quickly establishing itself as a serious alternative to X, particularly for marketers. Why are so many brands turning to Threads, and what does this shift mean for digital strategies?
Since its launch, Threads has seen explosive growth, already attracting 320 million active users. According to the latest data, 53% of marketers are already using the platform, while 23% are considering joining soon. This rapid adoption is due to the seamless integration with Instagram and Facebook, providing users with a seamless experience. The appetite for an alternative to X, which has become increasingly paid and unpredictable under Elon Musk, has also fueled this enthusiasm.
Two opposing visions: Threads vs. X
When looking at Threads and X, two distinct approaches emerge. On one hand, Threads focuses on accessibility and organic engagement, giving creators and brands a space where conversations can flourish naturally. On the other, X focuses on a “pay-to-play” approach, pushing users toward paid subscriptions to increase their visibility.
A study of 10.2 million posts found that Threads generated more engagement than X. This may be due to user fatigue with X’s aggressive monetization policies, which discourage spontaneous interactions. Conversely, Threads offers a framework conducive to authentic exchanges, which is particularly attractive to marketers looking for a more stable alternative.
The Musk Effect and the Limits of X
Since Elon Musk's arrival, X has undergone many transformations. The promotion of sponsored content and the prioritization of paid subscriptions have created a climate of uncertainty. Some brands have adapted their strategy to maintain satisfactory results, while others have reduced or even stopped their campaigns on the platform. This situation has allowed Threads to establish itself as a credible option for those disappointed with X.
Although X still maintains a loyal user base, its strategic volatility is pushing many companies to explore new opportunities on Threads. For these brands, Meta’s platform represents not only a less saturated space but also a promise of more sustainable and qualitative engagement.
Threads: Long-term potential
Despite its status as a young platform, Threads has undeniable potential. Its user base continues to grow, and more and more marketers are testing content to gauge their audience’s reaction. Unlike X, where performance is often dictated by algorithmic vagaries and paid options, Threads offers an area that is still underexploited, where organic visibility remains strong.
With its integration into the Meta ecosystem, there is considerable room for improvement. The environment fosters authentic interactions, offering brands unique opportunities to strengthen their connection with their audience. Marketers see this as an opportunity to diversify their channels while avoiding the pitfalls of over-reliance on X.
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